Founded in 1925, Migros is a popular retail brand in Switzerland and throughout Europe, and is one of the 50 largest retailers in the world and Swtizerland 6th largest company. Known as Orange Garten in China, the company offers comprehensive products for individuals and families, including food, skin care, household cleaning products and much more.
Research+Insight Brand Strategy Design System Digital Setup Communication E-commerce
FMCG

Localization Strategy 2017


Migros, the renowned Fortune 500 Swiss supermarkets established since 1925, wanted to expand abroad with diversified products ranging from food, to skin care, home care and more.


In 2016 Migros elected China as a first foreign market foray. Instead of using the brand name ‘Migros’, it created a new one: Orange Garten. Faced with massive brand/product localization challenges,  PLTFRM provided Migros with a full range of solutions from brand strategy to product packaging trans-creation and marketing plan.


VI guidelines localization to facilitate the brand’s recognition by Chinese customers;

Positioning strategy, encapsulated in a tagline “Delivering Swiss quality to Chinese homes”;

The Chinese name “欧瑞家” based on PLTFRM’s naming strategy, effectively transmitted European quality and brand history notions.





Photo Shooting


Mid-2016

Maintaining unified brand communications is crucial for fast brand recognition, influencing consumer purchasing behaviors, especially in the highly competitive FMCG sector. Having established a direction for Orange Garten’s visual communication, PLTFRM planned and executed photo shootings for diverse product lines, used in subsequent digital promotions.


The resulting visuals highlighted different product properties, while at the same time effectively transmitting a consistent brand image.







Photo Shooting


Maintaining unified brand communications is crucial for fast brand recognition, influencing consumer purchasing behaviors, especially in the highly competitive FMCG sector. Having established a direction for Orange Garten’s visual communication, PLTFRM planned and executed photo shootings for diverse product lines, used in subsequent digital promotions.


The resulting visuals highlighted different product properties, while at the same time effectively transmitting a consistent brand image.







Digital Campaign 2018


Orange Garten tasked PLTFRM to further enhance their brand exposure and recognition. Leveraging social media with the best conversion rate, PLTFRM shot and produced a series of short promo videos, highlighting the brand’s character and “Swissness”. Distributed across iQiyi, Weibo, WeChat and other channels, the videos reached 10 million views, far exceeding Orange Garten’s initial KPI requirements.




Reach:

74 million Impressions

+800,000 engagements

+148,000 interactions with TMALL






Social Media → Sales Channel

Leveraging the popularity of short video channels, we analyzed the trends among relevant platforms with high click rate.

We then shot a series of original short videos introducing the products in an entertaining way. The short video series helped Orange Garten to further boost the brand image in China and generate image sales conversions on Tmall.







News Feed → Sales Channel


After analyzing the purchasing behavior of customers buying children and whitening toothpastes, PLTFRM developed and successfully implemented a digital promotion channel, creating original content for finely targeted audiences to further boost further the brand image and drive customers purchases from news platforms to Tmall.






Tmall Management


By refining the e-trade marketing strategy, and directing the Orange Garten E-commerce team, in a period of 3 months, we equalled the sales numbers of the previous 6 months, literally doubling volumes.


We also trained the online sales service team, and corrected all legal requirements to compel with Tmall regulations.


Sales Volume Doubled in 3 months

More than 2 Million RMB






Digital Campaign 2019

In order to push Milette baby care product sales, which suffered from high price positioning compared to more famous competitors, PLTFRM developed a massive grass-root strategy mixing usage of Red, press releases and Baidu Zhidao. Posts were adjusted on a daily basis to reach better conversion rates. It allowed us to reach the targeted KPIs within only 3 weeks of the launch of the 4 months campaign.



137                Kols

213,689         Impressions

69,783           Engagements

991/200         KPI in 3 weeks

ROI               0.92

18%              Conversion Rate






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